NICOM 2013 New Perspectives in Marketing Communicate

Part I: Marketing Communications in an Emerging Economy
1. Students’ Perception towards Humorous Advertisements and Buying Behavior: A Study of Banaras Hindu University, Varanasi / Ashish Bajpai and Manish Kumar
2. A Study of Consumers’ Perception for Apparel Retail Outlets in Terms of Visual Merchandising in Ahmedabad / Neha P. Mehta and Pawan K. Chugan
3. Factor Influencing Choice of Child Models in Advertisements / Smriti Verma and V. G. Sadh
4. Increasing Mass Awareness through Brand Visibility in FMCG Retail Outlets: A Study of Small Cities of Bihar / Mayur Khandelia and Nikhil Kumar Trivedi
5. A Study of Understanding of TV Advertisement among Indian Children / Prabhuram Tripathy and Chinmaya K. Dash
6. Measuring the Effectiveness of Television and Print Ads: An Exploratory Study / Geeta Nema and Dhanashree Nagar
7. Assessing the Impact of Mass Media: An Empirical Study for Polio Vaccination / Sudeepa Banerjee, Utasav Chatterjee and Tapati Basu
8. Bollywood Movies : The Effect of Movie Promotions on Viewers, Movie-Viewing Habits and the Type of Movie-Viewers / Meenal Bhargava
9. Impact of Advertisement on Consumers / Venugopal and Harshini C. S.
10. Lifestyle Marketing in India Apparel Retail Sector / Harleen Sahni and Priti Gadhavi
11. Permission based Marketing in New Age of Relation Building / Neetu Singh

Part II: Digital Marketing: A New Age Tool in Marketing Communications
12. Social Media Marketing – An Empirical Study of Preference, Behaviours and Usage Pattern in Ahmedabad / Nishtha Asrani and Rajesh Asrani
13. Viral Marketing and Consumer Behavior: Analysis the Impact of Kolaveri di Song on the Youth in Kolkata / Kisholoy Roy
14. An Empirical study of some Aspects of Viral Marketing in India / Biresh Kumar
15. Healthcare Practitioners on Social Media and Intenet: An Empirical Study of Consumers’ Expectations in Manipal / Unnikrishnan Nair and Vinod Madhavan
16. An Empirical Study on the Privacy and Security Issues Relating to Social Networking Sites / Dhiraj Jain and Sanal K. Nair
17. Cross-Cultural Issues in Online Marketing / Pooja R. Shah

Part III: Strategic Marketing, Product and Brand Management
18. Marketing Alliance Dynamics – A Study of Trading Partners in the Indian Context / Satish K. Nair and Jayesh Aagja
19. Enhancing Market Orientation of Firms: Building Ambidexterity through Organizational Context / Swarup Kumar Dutta
20. Influence of Brand Value on Shareholder Value: A Study of Indian Banking Industry / Manvinder Singh Pahwa and Swati Gupta
21. Product Recalls: Learning for Brand Survival during Corporate Crisis / Pranav Desai and Naresh Patel
22. Vrindavan: Stuck in the Middle or Creating a New Positioning? / Manisha Aditya, Darshana V. Vithalani and Akhilesh Singh
23. Paradigm Shift in Brand Management: the Storytelling Approach / Sujo Thomas and Kalpeshkumar L. Gupta
24. Counterfeit Drugs: A Threat for Genuine Brands in Pharmaceutical Market / Ronak Gajera M., Ashvini Soni and Khusbu Patel
25. Market Survival Strategies and Brand Management before Patent Expiration in the Pharmaceutical Market / Smit Patel, Rinkal Soni
26. Sustainable Strategies in Global Pharmaceutical Market: A Case Study of Abott Laborotaries / Rinkal Soni , Smit Patel
27. Narayana Murthy: A Case Study on the ‘Murthy of IT / Surya Rashmi Rawat, Anisa Banwari, Shlok Bohar and Garima Sharma
28. International Marketing: A Case Study of Atorvastatin / Rimpal Shah, Darshil Koshti
29. The Tylenol Tragedy: Product Recall and Recovery / Darshita Amin, Rimpal Shah
30. Drug Repositioning Strategy: A Case Study of Thalidomide / Darshil Koshti, Darshita Amin